Finding The Right Rug

While browsing the lovely site of stylist Kate S. Jordan, I found these images of various rugs. Finding the right one is so crucial to any room and is not always an easy task. So much depends on the furniture, the lighting, the presence you want to give to the rug itself. What factors do you consider most important when shopping for a new rug?

Kate S. Jordan is a trained stylist, currently creating gorgeous sets for Anthropologie. It's no surprise that she can throw together a room mixing several various styles without flinching. She clearly has a great eye for key accessories and a love of color. I am really enamored with how she photographed these various rugs, with several styles of accessories to bring out the character of each one.

When choosing a rug do you search based on the house? Do you search based on the furniture? Maybe you buy the rug and then purchase the furniture to follow it's influence...